Proctosedyl “Itchy Bottom”

The Itchy Bottom campaign was risky right from the start. The nature of the product meant the advertising had the potential to offend many people.

Advertising Effectiveness Winner:

Proctosedyl 'Itchy Bottom'

Agency: CWFS McCann

The Judges said:

This campaign is a classic. It's bold, classy and effective and a little bit cheeky. The creative has deservedly won international recognition.